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C&S Digital: Analog or Digital – Idea Cup ends on a high note

10-September-2008
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C&S Digital: Analog or Digital – Idea Cup ends on a high note

Unlike the Hindi general entertainment genre or the Hindi news genre, wherein the digital trends had leaders different from those of the overall cable and satellite homes, the sports channels have more or less similar viewing patterns in digital homes as seen in the overall domain. The only channels that see a marginal gain in the digital homes are Zee Sports and Neo Cricket. The Idea Cup between India and Sri Lanka has kept Ten Sports far ahead of the rest across all homes.

The Digital Home Focus

TAM Media Research shows that for the week 30 to week 35 in 2008, Ten Sports is the No. 1 channel. Between the Idea Cup Test matches, and the five ODIs, the channel has enough ratings to be ahead of the rest in the genre. Closely following in the last five weeks is DD Sports, and the channel has the Beijing Olympics coverage to thank for that. With TRPs of 1-plus, boxing and athletics coverage of the Olympic Games have rated well for DD Sports.

Star Cricket is the No. 3 channel in the genre. ESPN, Star Sports and Zee Sports have very little difference in their ratings and very closely overlap with each other. The Neo Sports channels – Neo Sports and Neo Cricket – follow.

When the digital ratings are seen, the story is not very different. Ten Sports and DD Sports are right on top again for the last five weeks, followed by Star Cricket. One channel that scores in the digital households is Zee Sports that takes the No. 2 position in the latest TAM reported week, which is week-ending August 30, 2008. ESPN, Star Sports and Neo Cricket, too, pick up some numbers in the digital homes. Neo Sports scores very low in both C&S and digital homes.

Idea Cup ends on a high note

Analog or digital – the Indian audience tuned in for cricket. Of the five ODIs played in the Idea Cup, India had won the second, third and fourth matches. Ratings reiterate that while India watches when India plays, India watches more when India wins. The highest rated ODI is the third match, which also took place on a Sunday. The match has delivered an average rating of around 4 TRPs in the all India market for the C&S 15+. The fourth ODI is the next best of the series that has rated at an average of 3.5 TRPs. The second ODI has rated around 2.5 for the mentioned TG and markets. The fifth ODI, too, has over 2 TRPs.

In all, the Idea Cup has delivered some of the best numbers in the sports genre, despite the Beijing Olympics. Even as Olympics has seen its share of highs this time with India winning a Gold amongst other metals, at least in terms of TRPs, the scores haven’t been as high.

The sports genre in any case doesn’t see very high TRPs. It is only when the channels have cricket or, in some cases, WWE that the ratings soar. The digital homes do have slightly better viewership graphs than the overall C&S homes, but even in that, cricket scores.

Also read:

C&S Digital: Some surprises for Hindi news channels

C&S Digital: Star Utsav is No. 3 Hindi GEC

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